As a marketing tool, promotion has been highly respected by the industry in recent years, and even as a multi-functional medicine, it is too far behind. Because everything has two sides, promotion is also a double-edged sword. It is better to do more with less. If you use it badly, it is half the effort. The people are futile and empty money!
So what is a "promotional disease"? To put it bluntly, it is the promotion that should have been done well, and the promotion has a morbid reaction, which in turn leads to a series of negative effects, such as slow sales of products, falling profits, brand injuries and so on.
Common "promotional diseases" generally have two symptoms:
Relying on the former symptoms, do not promote the sale. In the marketing work, we often see some products "fall in love with the promotion", these products can not be sold out of the promotion and normal sales, if you can promote the sale of some products, if you do not promote the sale is almost no water, this point This happens both in channel promotion and in consumer promotions. This is a typical promotion dependency.
Why is there a situation that does not promote sales?
A. When you are promoting a company, I am afraid that I don’t want to make careful arrangements after I think about it. I don’t carefully target the purpose of each promotion, so I can make promotions at random, so that the promotion is too much, or I follow the trend, or I am eager to ship, or forced to Stress, and so on, in general, two days to promote, so that the promotion has become the norm, normal sales has become an exception. In the long run, there is a situation in which no promotion or failure is made. It’s hard to be natural, and it’s hard to change it. When the company wants to stop the promotion, it can’t stop. So it leads to two results: the non-stop promotion may cost too much, the profit is too low, and the stoppage of the promotion will be abandoned before the product is sold. The blow to the company is quite powerful. Solution: Promotion is not a straw, you should use it carefully, use it, don't use it if you should not use it. When a company decides to promote a promotion, it must be considered as a whole, and it can be stopped, not too often.
B. The price of the product of the company may be too high. If the price of the product is too high, consumers and channel dealers will not be able to accept it for a while, so they have to choose the product to purchase when the company engages in promotion. Solution: If the product price is too high, it should be appropriately adjusted according to product cost, market conditions and profit requirements; if the consumer's purchasing power is too low, then the product is better to give up the market; if it is the consumer If the product is not well-recognized and the product price does not meet the consumer's expected price, then it is necessary to educate the consumer so that the consumer can understand the value for money and start the market sales.
The second symptom is not promoted. In reality, some companies have no effect even if they take promotion activities.
Why is there a situation that promotes not selling?
A. The promotion design is not perfect, such as small promotion, not new promotion content, inappropriate promotion location, unsuitable promotion time, etc. Solution: Think twice before everything, think about it as much as possible. Before the final version of the promotion, it is better to do more investigations, and listen to the opinions and suggestions of the grassroots salesmen, shopping guides, and store personnel to improve the promotion content.
B. Promotional organizations are not in place. For example, there is no training, guidance, supervision, etc. for promotional content. There is no deep communication with the cooperative units such as the store, and no relevant units such as urban management, civil affairs, property companies, and neighborhood committees apply in advance. Solution: Promotional organization is very important. Before promotion, it should be fully mobilized, organized in time, communicated in depth, and eliminated.
C. Promotional propaganda has not kept up, for example, content or promotion that has not been promoted in advance is not in place. Solution: Before the promotion is implemented, you should choose the appropriate method, the right media, and the appropriate area for publicity, such as media such as POP, DM, newspaper advertisement, TV commercial, store display advertisement, etc.
D. There are problems with the implementation of the promotion, such as the promotion of the content, the promotion of the promotional items, the corruption promotion fee, the promotion staff's work is not active, the work method is problematic, etc., the implementation is not good, resulting in a big discount on the promotion. Solution: Promotion should also implement target management, include performance appraisal scope, strictly regulate the promotion process, implement quantitative management and division of labor for promotion, comprehensive supervision and guidance for promotion content, strict control of promotion expenses and articles, and feedback for promotion. Cost-effective analysis.
Promotion is an important means of marketing, but it is not a means, so in addition to focusing on promotion, we should also choose other more suitable marketing methods. For the promotion, since we want to use it, we must clarify the purpose and connotation of the promotion, design the promotion content, execute the promotion, use the promotion well, and use it to avoid the “promotional diseaseâ€!
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